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Rum Brand Champions 2013
RUM BRAND CHAMPION: CAPTAIN MORGAN
Last year was a momentous one for Diageo’s Captain Morgan rum, which became the sixth international spirit to sell over 10 million cases. Still some way behind category leader Bacardi, which managed a 1% volume increase in 2012, Captain Morgan achieved a giant 9% growth to hit the milestone.
Driven largely by sales in the US, where it is the third largest spirit brand, and its second biggest market Canada, where it sells over one million cases, the Captain is also enjoying success in Germany and the UK, as well as emerging markets like Eastern Europe and Latin America. The brand is led by Captain Morgan Spiced, flanked by the Original, Silver and Black Spiced variants.
| RUM – INTERNATIONAL BRANDS | |||||||
| BRAND | OWNER | 2008 | 2009 | 2010 | 2011 | 2012 | % +/- |
|---|---|---|---|---|---|---|---|
| Bacardi | Bacardi | 19.6 | 18.6 | 19.3 | 19.6 | 19.8 | 1% |
| Captain Morgan | Diageo | 8.5 | 8.8 | 9 | 9.2 | 10 | 9% |
| Brugal | Edrington | 4.4 | 4 | 4.2 | 4 | 3.9 | -3% |
| Havana Club | Pernod Ricard | 3.4 | 3.3 | 3.8 | 3.8 | 3.8 | 0% |
| Appleton | Wray & Nephew | 1.1 | 1.2 | 1.2 | 1.2 | 1.2 | 0% |
| RUM – REGIONAL BRANDS | |||||||
| BRAND | OWNER | 2008 | 2009 | 2010 | 2011 | 2012 | % +/- |
|---|---|---|---|---|---|---|---|
| Tanduay | Tanduay | 16.3 | 16.9 | 18.4 | 18.7 | 19.6 | 5% |
| McDowell’s No.1 Celebration | United Spirits | 9.7 | 11.2 | 13.9 | 15.6 | 17.8 | 14% |
| Contessa | Radico Khaitan | 2.6 | 2.3 | 2.4 | 2.4 | 2.4 | 0% |
| Cacique | Diageo | 1.7 | 1.8 | 1.7 | 1.7 | 2.1 | 24% |
| Madira | Tilaknagar | – | – | 1.2 | 1.4 | 2 | 43% |
| Montilla | Pernod Ricard | 2.7 | 1.9 | 1.8 | 1.7 | 1.7 | 0% |
| Old Cask | United Spirits | 1.7 | 2.2 | 2.1 | 2.2 | 1.4 | -36% |
